WI’s Senior Director of Strategy Raul Rios tells us about a more nuanced approach to reach women in luxury
At Luxury Daily’s inaugural Women in Luxury conference last month the discussion centered on women as the linchpin to the luxury industry—as the consumer, the foundation and the future.
Luxury, along with many sectors of the economy, from autos to media, CPG to retail, is evolving, prompted by the disruptive force of digital, and women are playing a more active role in all aspects: creative and artisan, operations and supply chain, retail and strategy, marketing and sales.
This shift is bringing about a change that will allow luxury to find a home on the web, the one place it had long feared treading.
Raul Rios, senior director of strategy at advertising agency Walton Isaacson, pointed out that marketing’s Four Ps (price, product, positioning and promotion) have driven campaigns since the Mad Men era, and are foundational to online search, e-commerce and Amazon. But, he said, reaching women requires a more nuanced approach called the Four Cs: centralize with women’s stories, contextualize with women’s experiences, characterize women’s challenges, and connect women together. Storytelling is fundamental and it’s the connective tissue underpinning the Four Cs, as a way to capture attention, communicate and convert.